Andrew Godwin's theories concerns the lyrics and how they are portrayed in a music video. These include:
Amplification: Visual narrative that creates new levels of meaning without contradicting the lyrics. The meaning comes across through the visuals.
Illustration: Visual narrative that tells the story of the lyrics in a literal way
Disjuncture: The visual narrative contradicts, or goes against the lyrics of the song (the visuals and lyrics do not match)
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